ROW DTLA Taps Reel Estate Partners for Major Film & Event Push

LOS ANGELES, CA – May 26, 2026 – ROW DTLA, the sprawling 32-acre historic campus in the heart of the Arts District, has announced a strategic partnership with Reel Estate Partners to significantly expand its role as a premier destination for film, photography, and large-scale events. The collaboration positions the architecturally distinct property to capture a larger share of Los Angeles' lucrative and demanding production and experiential markets.

Reel Estate Partners will now manage all location services and event management for the nearly two-million-square-foot site, creating a streamlined gateway for production companies, brands, and event organizers to access its diverse collection of settings.

A New Chapter for a Historic Landmark

At its core, this partnership is the next evolutionary step for a site steeped in Los Angeles history. Originally built between 1917 and 1923 as the Los Angeles Terminal Market, the complex was a vital artery for Southern California's agricultural economy, connecting the Southern Pacific Railroad to the region's produce distribution network. The 7th Street Produce Market, a key component of this hub, continues to operate on-site, grounding the modern campus in its century-old commercial roots.

Following a period as the headquarters for American Apparel, the property underwent a monumental transformation. The adaptive reuse project, led by Atlas Capital Group, meticulously preserved the industrial soul of the seven historic buildings. Original concrete floors, iconic mushroom-capped columns, and raw utilitarian details were retained, creating an authentic "industrial chic" aesthetic that is now highly sought after. This preservation effort, which turned a massive industrial complex into a vibrant, modern destination, is widely regarded as a benchmark for successful urban revitalization.

"ROW DTLA has always been a place where creativity, culture and commerce intersect,” said Karen Yi, Director of Marketing & Events at ROW DTLA. “Partnering with Reel Estate Partners allows us to further unlock the campus as a destination for productions, brand experiences and creative events, while continuing to preserve the character and energy that make ROW so unique.”

Meeting a Dual Demand for Dynamic Spaces

The timing of the partnership is critical, addressing distinct but converging trends in Los Angeles' creative industries. On one hand, the local film and television industry is navigating a period of recalibration. While recent data from FilmLA has shown a dip in on-location shooting, a significant push is underway to bring productions back to California. The state's expanded Film & Television Tax Credit Program is a key driver, creating renewed demand for accessible, versatile, and visually compelling locations that can accommodate projects of all sizes.

Simultaneously, the live events sector is experiencing explosive growth. The market is increasingly driven by a demand for immersive, memorable experiences that go beyond traditional venues. Brands are pouring resources into experiential marketing, seeking unique backdrops for product launches, brand activations, and community-centric events that generate social media buzz and foster deeper consumer connections. ROW DTLA's collection of raw, adaptable spaces is perfectly suited to meet this demand for authenticity and scale.

A Production-Ready Urban Ecosystem

What sets ROW DTLA apart in a competitive market is not just its aesthetic, but its sheer scale and integrated infrastructure. Unlike standalone warehouses or studios, it functions as a self-contained "city within a city." Spanning seven buildings, the campus offers an unparalleled variety of production-ready environments within a single, controllable location.

Producers and location scouts can choose from expansive warehouse interiors with high ceilings, dramatic rooftop decks with skyline views, gritty alleyways, manicured open-air courtyards, and sleek creative office spaces. This diversity allows a single project to capture multiple distinct looks without company moves, saving significant time and budget.

Furthermore, the site comes with robust, built-in operational support that is crucial for large-scale productions and events. A 10-story, 5,000-space parking garage solves one of downtown's biggest logistical hurdles. Ample staging areas, production support spaces, and multiple flexible access points simplify load-in and on-site management. This turnkey infrastructure makes it a highly practical choice for everything from complex television shoots to multi-day brand festivals.

“We’re thrilled to represent ROW DTLA,” said Alison Miller, Managing Partner of Reel Estate Partners. “ROW DTLA represents one of the most unique mixed-use properties in Los Angeles- a dynamic district offering an extraordinary range of environments and built-in production infrastructure within a single site. We’re excited to help expand filming, brand activation and live event opportunities as the property enters its next phase.”

Fueling the Arts District's Creative Economy

This strategic move is expected to generate significant economic ripples throughout the Arts District and beyond. The initial redevelopment of the campus was already a major economic driver, transforming the property into a landmark that attracted thousands of jobs and substantial tax revenue. By intensifying its focus on the high-value production and event industries, this new phase is poised to build on that legacy.

Increased filming and event activity will directly translate to more jobs for crew, event staff, and a wide array of specialized vendors. It will also drive significant foot traffic to the district, benefiting the curated mix of award-winning restaurants, independent retailers, and wellness studios that call ROW DTLA home. This synergy—where productions and events bring new audiences to the campus's permanent tenants—is a powerful model for sustainable urban development.

As it opens its gates wider to Hollywood and global brands, the partnership reinforces ROW DTLA's identity not merely as a collection of buildings, but as a central hub of creativity and commerce. The collaboration with Reel Estate Partners marks a deliberate strategy to leverage the property’s unique historical and architectural assets, ensuring it remains a vital and dynamic contributor to the cultural and economic landscape of Los Angeles.